Marketing is changing. The focus is now on talking to people on a much more personal level and on building long-term relationships. People don’t want companies to talk at them; they are looking for companies to engage with them, and print is a key element of engagement marketing. The more exciting and interesting your print marketing materials, the better your customers’ experience with your brand will be.
Research shows that just the simple act of touching a print advertisement piece will increase brand perceptions (confidence, satisfaction, reliability, and trust) increasing purchase consideration and intent by 24%. That is a personal connection that digital ads can’t replace.
Customer experience is how customers perceive their interactions with your company at every point of their buying journey, from acquisition all the way to following up after a purchase. Multiple teams affect this experience, from the sale and marketing to the customer service team, so it’s important to focus on all touchpoints your business has with a customer. It's also very important to understand your customers and pay attention to what they want and be ready to adjust your strategy based on your customers’ needs.
Now that you know the importance of customer experience, let’s look at how to leverage the power of print marketing.
With so much information around us a lot of good content gets unnoticed, and the quality of your mailer makes a huge difference in the type of impression you make on your customers. That means no smeared ink or cheap paper! On the other hand, making your mailers out of high-quality paper can help create a positive impression of your brand. When you’re choosing your print media and ink options, you want to make sure that your materials stand out and look their best. You can do this by finding a quality level that will help you stay on budget while making a positive impression. For example, Baesman's UV spot coating technology adds a protective coating to your printed products.
Stand out from the clutter with interactive print technologies. By linking to your website or social media platforms, and adding scannable QR codes to a landing page or special offer, you can create a seamless transition between your print and digital marketing strategy.
To really make a meaningful connection and engage your customers, personalization is key. Personalized calls-to-action for example, convert 202% better than generic ones, but the level of personalization is endless. We can help you leverage your customer database to include messaging and images that are relevant and specific to each one of your customers based on demographic and behavioral information such as age, gender, income, zip code radius, and even past purchase history. And if you don’t have a mailing list yet, or if you’d like to reactivate customers who haven't purchased from you in a while, we can help you identify the perfect list for your goals.
To recap; these are some ways print marketing can help create more engaging customers and experiences:
Baesman can help you create a direct mail strategy that will make a real impact on your target audience. We offer all the solutions you need, from acquiring mailing lists to helping you save on postage and everything in between. Our printing services can help you create direct mail that is customized and eye-catching, so they stand out.
Want to learn more? Download our eBook, The Customer Experience Just Got More Personal.